The radio player, which has been created by GCap Media's new media team, is having its two-month launch period sponsored by Xbox 360.
The and on-air sponsorship deal, which was brokered by Universal McCann, will invite listeners to select their favourite tracks.
Mi-Xfm initially features four music genres: Xfm Chill, which mixes anthemic ballads and laid-back songs; Xfm Loud, which will cater for rock fans; Xfm's X-list, playing a mix of old and new artists; and Xfm Hits, which will be dedicated to latest releases.
Richard Mintz, marketing director at Xfm, said: "Mi-Xfm [demonstrates] Xfm's continuing commitment to cutting-edge innovation and enhanced interactivity with our listeners. Mi-Xfm also represents the first face of a significant and ongoing strategy to deliver personalised and interactive radio services across the GCap Media Network."
Alan King, digital account director at Universal McCann, described the sponsorship deal with Xbox 360 as "the perfect media alignment" for Xfm.
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